10 Creative Strategies for Producing an Effective Commercial for TV

September 19, 2006 at 6:48 PM CDT - Updated July 27 at 3:20 AM

These 10 commercial production tips come from more than 25 creative heads of top advertising agencies in the U.S. who were asked: "What do you believe are the most important elements every creative television commercial should have?"

KEEP IT SIMPLE- Keep to a single element. Have a single message. A big, but single, benefit. Show one thing, say one thing so as not to confuse the viewer.

HAVE ONE BASIC IDEA- Show the fundamental customer the benefit you offer, your underlying reason for asking people to become your customers!

MAKE YOUR POINT CLEAR- Keep to the point and make it easy to understand. Do not detract from your major benefit.

MAKE IT UNIQUE...DIFFERENT!- Do the unexpected. Use unusual things: Surprise the viewers. It helps them to remember you.

GET VIEWER ATTENTION- A commercial can't sell if it isn't seen. And it won't be seen if it doesn't get viewer attention. Keep the viewer watching every step of the way.

INVOLVE THE VIEWER- Make the viewer feel part of what's happening. Lean on common experiences. Create a meaningful or provocative situation that calls for viewer response.

USE EMOTION- Arouse the viewer's feelings. Prompt the viewer to respond. Make the viewer pay attention for the length of the commercial.

CONSIDER PRODUCTION VALUES- Sight, sound, motion, emotion. All these things combine to make television the most powerful advertising medium.

PROVE THE BENEFIT- Demonstrate to viewers that what you claim is true.

IDENTIFY YOURSELF WELL- Identify yourself so well, so thoroughly, that your name stands out differently and calls attention to itself